This is a very old entry — images are small, formatting is off.
If your lawn — assuming you have a backyard or frontyard, or some sort of grassy patch — looks anything like mine, then mowing is on your mind, as Spring begins to kick in and the non-mowing days of Winter come to an end. I have a mower, but I have no idea what brand it is, some kind of Earthsomething or other. For a Texan, I really disappoint when it comes to my fuel-powered equipment. Clearly, I’m in the minority when it comes to outdoor power equipment appreciation as it is a $8.5 billion market with $6.5 being consumed by lawn mowing equipment, according to this handy brand case study [PDF] that places Snapper as one of the top brands in said industry with more than one hundred years of experience. Recently, Snapper introduced Snapper NXT, a new line of products designed by BMW Group DesignWorks USA and along with them came a revised identity by CBX.
The biggest change is to Sam the Turtle, who has been seeing less action over the years as Snapper’s other
mascot spokesperson, Brett Favre, has become the focus. Sam has been transformed from a cartoon to a more auto-like badge and represents the next generation of Snapper products. Based on the alligator snapping turtle, that sports ridges on its shell and a pointy beak, the new icon definitely feels more “branded” and like something that belongs on a motorized machine that lives in a garage alongside the family’s car. Reducing any animal to an icon is hard, and turtles are no exception as this icon proves. The shell and face of the turtle look cool and menacing, but the the front legs feel a little dead and awkward. The subtle gradations work well in defining the shapes, but it’s not something that gets me clamoring for more.
For the Snapper NXT identity, CBX did a less dramatic change and went with an evolution of the old typography, and it’s a definite improvement. But the same can’t be said for the “NXT” part as it looks exactly like what you would imagine anything called “NXT” would look like: it’s pointy, it’s trendy, it looks like it could be on any kind of next-generation product. And the gradients don’t help any more than they do the new turtle.
Overall, the change takes Snapper from a “cute” brand to a technology-driven product. A strong move but not as snappy as it could be.